Hey Legend,

 

I’ve been building my financial coaching business for over six years now – and honestly, sometimes it still feels like I’ve got the training wheels on.

 

In business, you’ve got to constantly adapt. If you don’t keep learning and testing new ideas, you get left behind.

 

One of the trickiest things I’ve had to figure out? Pricing.

 

Over the years, I’ve invested hundreds of thousands into coaches, programs, and services. 

 

I’ve also made hundreds of thousands selling my own. I don’t consider myself an ‘expert’ just yet, but I’ve learned from some of the best and gained a lot of hard-earned experience through trial and error.

 

Here’s the journey – with all the wins, lessons, and faceplants along the way.

 

 

You’ll never buy a product or service if the price feels higher than the value you believe you’ll receive.

 

And value? It’s subjective.

 

What’s valuable to me might not matter to you.

 

That’s why pricing is such an art. 

 

And when you move from being an employee (paid for your time) to selling yourself and your skills, you have to learn how to communicate and package your unique value in a way that makes sense to the market.

 

 

My first paying client (a mate of mine) paid $120 a session. At the time, it felt like a big deal – but really, it was still me charging ‘per hour’.

 

Lesson: If you want to build a business, stop charging for time and start charging for outcomes.

 

After working with my first business coach, I realised I could combine my coaching skillset with my financial aptitude and create a niche. He helped me package my first proper program.

 

Instead of selling sessions, I was selling a result. This was the first big mindset shift.

 

Lesson: Clients buy transformation, not sessions.

 

Not everyone could afford $2,000 upfront, so I created a once-off $500 ‘strategy session’.

 

This gave people a taste of what it was like to work with me, at a more accessible entry point.

 

Lesson: Build a ladder of offers – not everyone will be ready for your high-ticket services straight away.

 

This was a huge leap. I bundled personal finance and personal development into one offer and priced it at $10,000 ($834/month).

 

At first, I was terrified about delivering value for a whole year. But my client stuck with it, got amazing results, and reminded me of the power of long-term commitment.

 

Lesson: Deep results require deep commitment – from both sides.

 

I wanted more predictable income, so I offered 6–12 month retainers at $1,000/month.

 

This gave me consistent cashflow… until clients left. Even with contracts, I never forced anyone to stay if it wasn’t working energetically or financially.

 

The truth: delivering enough perceived value every single month at that price point is tough.

 

Lesson: Recurring revenue is powerful – but fragile if it’s only built on 1:1 work.

 

To improve stickiness, I started charging a bigger upfront payment ($5k) plus a smaller ongoing retainer.

 

This gave clients more skin in the game and me more security. It worked better – but again, many couldn’t sustain the payments for 12 months.

 

Lesson: Upfront fees create commitment, but ongoing payments can still become friction when money gets tight.

 

I built my first digital product: the Fix Your Finances Challenge. It started at $21 and later $47.

 

100+ people joined, and it turned into my biggest revenue month ever. The community aspect made it fun, and it showed me the power of low-ticket, scalable offers.

 

Lesson: Low-ticket offers create trust at scale and open the door to higher-ticket sales.

 

 

 

 

 

 

 

 

 

Six years of testing and tweaking has led me to this structure:

 

Lesson: The sweet spot is upfront commitment, long-term accountability, and pricing that feels like a no-brainer compared to the results.

 

The core of what I do hasn’t changed since 2019. 

 

But the pricing? 

 

That’s been through a thousand iterations (and I’m sure there will be many more in the future!).

 

And the truth is, pricing is never about the number. It’s about aligning the value, the structure, and the psychology so that both you and your clients win.

 

That’s been one of my biggest lesson after six years in business.

Have a great day,